Glossary

Website analytics provide valuable insights into how your audience interacts with your startup or business' most important digital asset: your website.

Metrics such as page views, bounce rate, and conversion rates can help you identify areas of improvement and measure the success of your digital design, web development, and growth marketing efforts.

For example, if you notice a high bounce rate on a particular page, you can investigate why visitors are leaving and make changes to improve the page's customer experience. Alternatively, if you notice a low conversion rate on a particular landing page, you can optimize that page to try and increase conversions.

One of the most important aspects of website analytics is user behavior analytics. This type of analytics tracks how users interact with your website, including where they click, how long they spend on each page, and where they drop off in their journey through your site.

Understanding your web visitor's behavior is especially important for marketing efforts, as it can help you tailor your messaging and design to engage your audience better. Tools like Amplitude offer amazingly robust user behavior analytics and can help you identify patterns and trends in user behavior that are often difficult to spot with other tools.

Another important aspect of web analytics is traffic analytics. This type of analytics tracks how users find your website and the channels they use to get to your website (user acquisition). Traffic analytics can help you understand which channels are most effective for driving traffic to your website, such as organic search, referrals from social media, or paid advertising.

With this traffic information, you can invest more time and resources into the most effective channels and optimize the underperforming channels to get a well-balanced mix of user acquisition without too much dependency on one specific channel.

Web analytics can help you understand your audience better. Analyzing data such as demographics, device usage, and location can help you tailor your marketing efforts better to meet the needs and preferences of your audience.

Conversion analytics is another important aspect of web analytics. This type of analytics tracks the number of visitors who complete a desired action, such as filling out a form, signing up for a newsletter, or making a purchase.

Understanding conversion rates is essential for measuring your marketing efforts' success and identifying improvement areas. Conversion analytics can help you determine which pages on your website are most effective at driving conversions and where you can improve to increase conversion rates.

One common way to increase conversion rates on your website is via experimentation. Suppose you develop a hypothesis that changing an element, say a specific call-to-action, on a page may increase conversion rates (conversion rate optimization (CRO)). In that case, it's worth testing via experimentation, specifically A/B testing.

A/B testing, or split testing, is a form of experimentation that compares two (or more) versions (or variants) of something to determine which performs better. Tools like Amplitude Experiment make running an A/B test easy. Businesses improve their online presence and drive conversions by analyzing website analytics and making decisions based on the data.